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How to use data to improve your email marketing strategy

The announced death of email marketing is a theme that resurfaces from time to time.

Naturally, with the evolution of marketing techniques, it is normal to question those who have been around for a long time. However, the conclusion is always the same: email marketing remains one of the most effective forms of digital marketing in terms of reach and results.

Currently, there are 3 times more email accounts than Facebook and Twitter accounts combined. Thus, email marketing is one of the forms of digital marketing with the greatest potential, provided it is supported by an intelligent and efficient strategy. The key to an effective Email Marketing strategy is to support it in something that is often overlooked but is of the utmost importance: data.

There are several types of data, but there are four types that companies can and should use to develop their email marketing strategies.


Demographic data

Demographic information includes age, gender, etc. This information can be collected on the newsletter subscription form. This data is especially useful for those who want to use segmentation, personalization and automation in their email marketing campaigns. If your registration form does not ask for this data, you should consider doing so.


Geographic data

Location can be useful for targeting certain markets, leaving out subscribers who are located in places where the message would not be relevant. Most bulk email software can locate users.


Transactional Data

Transactional data, as the name implies, refers to transactions on your e-commerce platform. This data indicates that customers spend a lot, little, and how often they make purchases on your platform. This history will allow you to send automated emails with product recommendations, discount codes and vouchers, taking into account the amounts previously spent.



This type of data will give you up-to-date insights into your customers' interests. This data can be collected in various ways, whether it is the flow of user activity on the site or the links they click when receiving an email.


In addition to these, data that can be compiled and used in favour of your email marketing is practically infinite. Remember that email campaigns are not the only way for users to interact with your brand. You should try to cross all the data you have to enrich your campaigns.


Zalox specializes in the development of Email Marketing campaigns. If you want to enrich your Digital Marketing strategies, contact us, we want to help you achieve your goals.

+351 302 080 014